5 ways video can build and sustain consumer trust in your brand

Regardless of your business, credibility is at the heart of success. Adopting a ‘Don’t tell me—show me’ approach to courting your targeted audience sectors will help you engage them.

Credibility can make or break your business.

It’s one of the most important factors that influences buyer decisions, but how do you establish or strengthen your brand’s credibility?

Try video. Here are five tips on how to use video marketing to bolster your image:

1. Establish your brand’s tone and voice.

Voice is the way your brand consistently relates to its customers and other audiences. It’s influenced by who your audience is and what matters to them. For example, HubSpot built its persona on engaging with and helping marketers navigate inbound marketing.

Hubspot’s About Us video speaks of its company culture and how the company strives to empower brands. That message echoes throughout its video content.

Tone conveys the emotions your marketing embodies and the emotions you want your audience to experience when viewing your content.

Take Inc.’s inspirational Peak Performance video series. It helps entrepreneurs achieve success. Athletes, astronauts, entrepreneurs, musicians and pilots share how they achieved almost impossible feats. The interviews are all different, but viewers have an idea and anticipation of what to expect.

Determine your brand’s tone and voice by examining your audience personas. Figure out what their interests are, how they prefer to communicate and how they relate to each other. Tailor your tone accordingly.

2. Build a YouTube marketing funnel.

YouTube is filled with audiences in almost every niche imaginable—many of whom are looking for video content to solve specific problems.

An organization’s track record is an important aspect of building a credible brand, and YouTube is the perfect place to create a supporting portfolio. Don’t just record and post video, though; be strategic.

Create a YouTube marketing funnel with videos that attract an audience with educational and explainer videos. Offer useful content that educates and empowers, and then convert as many people as possible by offering product demos and customer testimonials.

3. Create compelling, persuasive, data-backed content.

Research shows that only 37% of B2B buyers believe their vendors are forthcoming about product information. Building trust calls for strong evidence, logical arguments and results that reinforce brand and product credibility.

So, share facts, figures, and results about the effectiveness of your solution to support arguments in your videos. This includes customer testimonials that highlight quantifiable results or interviews of specialists or experts in your field to corroborate your findings.

4. Share high-value content.

High-value content is best described as content that your audience would either have to pay to access or cannot find anywhere else.

This requires digging deep to do thorough research and planning. As you focus on delivering high-quality content, keep your audience in mind. Focus on problems they need to solve and how you can help address their challenges.

Growth Tribe is a European growth hacking academy. It’s known for producing strong and insightful YouTube videos about growth hacking tactics and tools. Its video on how to optimize LinkedIn profiles offers 15 ways to elevate your profile.

5. Be consistent, and think long term.

Whether you’ve just started a livestreaming show or you’re producing insightful educational videos, consistency signals credibility. Over time, your audience will begin to know that your brand consistently delivers value. As new viewers are attracted to your videos, the quality and volume of content will indicate that your organization is trustworthy and has the expertise needed to solve their problems.

A version of this post first appeared on the Glean.info blog.


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